If there were a time machine and I could sit across from my Day-1 self, I think I would simply start with this:
“You are going to grow, but not in the way you expect.”
Because nobody warns you that the real founder journey isn’t about hiring a team and signing a client.
It’s about becoming someone else entirely.
On the surface, that may sound rhetorical, and not much real advice, but hear me out!
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👉 Explore our Brand Playbook: the same framework that helped us survive, rebuild, and grow over seven years.
1. Your Identity Will Change, and That’s a Good Thing
On Day 1, I thought identity meant “What we offer.” Today, I know it’s what we stand for, what Brand Mender stands for.
Back then, we took on everything:
- Branding? Yes.
- Social media? Yes.
- Events? Why not!
- A cousin’s friend’s bakery menu? Sure.
Initially, identity is unclear because you are still struggling to survive.
But with time, clarity comes, the kind that pushes you to refine, redefine, and then refine again.
Brand building is a long haul. So, be prepared!
Also, I wish I had known that changing direction is not a sign of inconsistency. Rather:
- It’s what keeps you relevant.
2. Your Brand Will Evolve Faster Than You Do
Your brand will demand not just a new logo, but a new language, a new culture, new systems, new confidence, new members, and a lot of other things you will stumble upon on the go.
And at some point, you will realise the brand has become bigger than you.
Today, Brand Mender no longer represents Jaspreet and Gopa. It represents the trust that our clients show and the culture our team shares.
3. Build a Culture You Would Want to Work In
Now, let us talk about my favourite:
Culture!
In the early years, culture was an afterthought. For long, I even mistook culture for a buzzword. Work came first; everything else was later. But “later” never comes unless you make it come.
The way your team feels about logging into the system every morning?
That’s the real KPI.
At some point, I realised our team wasn’t just helping us build the agency.
They were becoming the agency. They are the Brand Mender.
I wish I had nurtured that sooner.
4. Maturity Is Quiet, And It Comes After Chaos
There is a phase in every founder’s life when everything feels loud:
- Clients are loud
- Deadlines are loud
- Doubts are louder
But then something shifts:
- You start saying “no” with confidence
- The prices are quoted with clarity
- You don’t panic at a revision request
- Escalation calls don’t turn into meltdowns
It’s the moment you stop building for validation and start building for longevity.
5. You Don’t Need to Have Everything Figured Out
Clarity is not a Day-1 gift. It is Year-7 wisdom!
We waited too long to start things, and questioned ourselves too much.
We over-explained and overthought. It only led to delays.
If I could sit with that nervous Day-1 founder, I would say gently:
- You won’t know the right processes until the wrong ones hurt.
6. Don’t Rush the Phase That Makes You Who You Are
Those early years are meant to build us. Back then, it was hard to see it so clearly, simply because we were too busy trying not to drown.
I am more patient today. Patience is so important when you are running an agency and helping multiple brands grow. It’s a lot of hard work. Seven years ago, I would wait for a client to revert, instead of channeling that energy to reach out more.
Today, I am careful about where I put my energy and wait for nothing; good things come around with patience and genuine work.
7. Permit Yourself to Grow Slowly
On Day 1, we wanted to go fast. Today, we want to go far.
This mindset has proven to be a game-changer for Brand Mender. Speed is important, but first, find where your strong footing is.
Growth is not measured in speed. It is measured in depth. If you are building a company, we know how hard it is. At Brand Mender, we talk to founders every day. And they inspire us a great deal. So, here is small token of appreciation from us:
Our Brand Mender Playbook – a 90-day growth plan for your brand, absolutely free!
For more, feel free to book a consultation with our team.
Know what? The consultation fee is also on us. Tell us what you are struggling with, and we will tell you how we can help you.
